The competition in the hotel industry is fierce. From battling the giants like Booking.com and Airbnb to ensuring you get those coveted direct bookings, it’s tough out there. But, what if I told you there’s a way to level up your visibility and stand out in your local area?
Local SEO is your ticket.
If you’re not optimizing for local search, you’re leaving a massive chunk of revenue on the table. Let's break it down: more direct bookings, fewer fees to OTAs (Online Travel Agencies), and customers who are ready to hit “Book Now.” I’m going to give you seven actionable ways to boost your hotel’s local rankings, bringing in guests who are already searching for exactly what you offer.
1. Research and Implement Local Keywords
Here’s the deal: if your content doesn’t align with what people are searching for, Google won’t show it. Keywords matter. But it’s not about cramming your website with “hotel in [your city]” 100 times.
Think about what your ideal guest might type into Google. For example, “boutique hotel near Central Park” or “family-friendly hotel in Austin.” These are long-tail keywords that target specific searches and have higher booking intent. Tools like Google Keyword Planner, Ahrefs, or even Google’s own autosuggest feature can help you zero in on these goldmine phrases.
Pro Tip: Don’t set it and forget it. Revisit your keywords every few months, adjust as trends change, and ensure you’re hitting those sweet spots consistently.
2. Create Killer Local Content
Look, a guest isn’t just booking a room—they’re booking an experience. Your website should reflect that. Create content that talks about local events, hidden gems, or the best tacos near your hotel. Not only does this attract locals searching for recommendations, but it also builds trust with future guests.
Got a cool partnership with a local business? Highlight it. Content that dives into authentic local experiences gives your hotel a unique edge that the big guys just can’t replicate.
"Your hotel website should be more than a booking platform—it’s a destination in itself."
3. Optimize Your Google My Business (GMB) Listing
GMB is free. It’s easy. And if you’re not optimizing it, you’re missing out—big time. At a minimum, your GMB profile should include your hotel’s name, address, phone number (NAP consistency is key), hours, and a description that sings.
Here’s where many fall short: photos, videos, and Q&A. Guests want to see what they’re getting. If you’ve got a rooftop bar with killer views, show it off. Also, you can and should use the Q&A section to answer common questions like “What time is check-in?” or “Is the pool open year-round?”
4. Develop a Solid Review Strategy
Online reviews are your modern-day word-of-mouth marketing. And for hotels, it’s make or break. Think about it: would you book a hotel with a 3-star rating if there are plenty of 4.5-star options?
Getting reviews isn’t hard. Create a system—whether it’s sending an email post-stay or slipping a card with a friendly “We’d love to hear your feedback!”—and watch the magic happen.
“47% of consumers won’t even consider a business with less than four stars.” And if that’s not enough motivation to start requesting reviews, I don’t know what is.
5. Make Sure Your Page Loads at Lightning Speed
Mobile search is dominating. Over 70% of global internet users will access the web solely through their mobile devices by 2025. And guess what? If your hotel’s website takes longer than a few seconds to load, they’re gone.
Use tools like Google’s Page Speed Insights to diagnose issues and fix them. Too many high-res images? Compress them. Bloated code? Streamline it. Your website should be just as sleek and polished as your lobby.
6. Get Found on Google Maps
If your hotel isn’t showing up on Google Maps, it’s like you don’t exist in the digital world. So, make sure you’re listed, and optimize that listing. The more information you provide, the better. Include your exact location, hours, contact details, and sprinkle in those eye-catching photos we talked about earlier.
Oh, and don’t forget to list sub-businesses. Got a spa or restaurant in-house? Those should have their own listings to drive traffic and show off everything your hotel offers.
7. Leverage Local Links
Backlinks are like votes of confidence in the digital space. Getting featured in local blogs, news articles, or even collaborating with nearby businesses for promotions can boost your local SEO. The more reputable sites that link to your hotel, the more Google will recognize you as a trustworthy, relevant result.
Ask local tour operators, restaurants, or event organizers to link to your hotel in exchange for promotion on your site or exclusive guest offers. It’s a win-win.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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